// EMPIRE TODAY
CATEGORY - WEB // TV // ADLOB
SOFTWARE - PHOTOSHOP
We were tasked with an RFP for Empire Today, which we won. Over the course of the RFP, a different challenge was issued for each of the 3 rounds. On the first round (shown below), the challenge was to position Empire Today to be more emotional in order to separate themselves from their competition, who tend to be positioned as functional at best with advertisements only focused on rational and promotional. Not one of their competitors focuses on the emotional needs when it comes to flooring. 80% of people worry about purchasing the wrong flooring product and tend to prioritize it lower on the list of renovations due to the stress, anxiety and frustration it can come with.
We created concepts that not only addressed the emotive concern but also built accurate awareness in order to increase consideration and ultimately, drive higher-quality leads by promoting Empire today as the only flooring specialist that comes to your home, as fast as you want, with everyday low prices, and expert advice.
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Developed in collaboration with the Mike Shaffer (Creative Director, Copy).
CONCEPT 1: FOR EVERY WALK OF LIFE
We believe floors are more than just flooring. They’re a stage where life's magic happens every day. From impromptu karaoke nights and first birthdays – to baby steps and ball tosses – your floors host it all. As the unsung heroes and the silent storytellers of our homes, we believe it’s time to rewrite the script on flooring.
At Empire Today, floors are all we do. And we know new floors are really about more than just something we walk on. They transform the sounds, scents and style of your entire home from the ground up. Picture the inviting warmth of hardwood flooring, the cozy embrace of plush carpet, the modern style of laminate, or the timeless charm of tile…all as unique as you are.
Rediscover the magic beneath your feet and celebrate Every Step of Life with Empire Today.
CONCEPT 2: WALL-TO-WALL AWE
That friendly game of TWISTER gone sideways? Awe-Snap.
Trying a new Pilates move that looked easier online? Awe-Sh#@.
Your baby using the dog bowl as a splash pool? Awe-Adorable!
With Empire Today, we want your home to feel exciting and fresh every time you walk through the door. Whether you're playing a wild game of TWISTER or trying out a new Pilates move, your floors should be ready for all of life's moments.
We make getting new floors simple and stress-free. We take care of everything—measuring, moving your furniture, and installing—so you don't have to lift a finger. In no time, your place will feel completely renewed, with a look that makes you say "Awe-Yeah" every time you step inside.
